Creating an experiment
Turn a hypothesis into a structured test with a clear metric, scope and duration using the guided builder.
Creating an experiment
The experiment builder walks you from a hypothesis to a well-formed test, so the result is something you can actually trust.
What you define
- Hypothesis — the change you believe will help and why.
- Primary metric — the single number that decides success, tied to your KPI targets.
- Scope — what is in the test (which campaigns, the split, control vs variant).
- Duration — long enough to reach a reliable result.
- Guardrails — secondary metrics that must not be harmed.
How to use the builder
Work through the steps; each one keeps the test valid (for example warning if the duration or scope is too small to detect the effect you care about). A good experiment changes one thing so the result is interpretable.
After you create it
The experiment appears in your list and on the calendar. When it has run its course, review the readout and decide whether to roll the change out — ideally via Write-back.